What Is a Seasonal Factor in Marketing?
Marketing campaigns are an essential way to reach new and existing customers and drive sales — but they only work if you do it right. Since marketing is all about solving problems that allow customers to enjoy better lives, understanding your target market’s current needs is essential. That’s where seasonal marketing comes in. Seasonal sentiments have a huge impact on spending habits, and understanding trends within your niche allows you to bring in sales when it matters most.
What Is a Seasonal Factor in Marketing?
What Are Market Factors?
Any aspect of predicted consumer behavior is a market factor, including current economic trends. Understanding the factors that impact consumer behavior in your industry — and which therefore directly influence your sales — can help you design marketing strategies that convert at all times of the year.
Examples of market factors include supply chain disruptions, the general state of the economy, government policies, and the success of your closest competitors. Market factors more specific to the customers you’re targeting include age, disposable income, and perceptions of supply and demand. This last factor explains why limited-time offers, which create artificial scarcity, are so effective!
Seasonal factors are another important point to consider, but what exactly does this mean?
What Is a Seasonal Factor?
A seasonal factor is any market factor in which the time of the year influences consumer behavior.
It’s not hard to come up with examples. Ice cream stands, stand-up paddleboard rentals, and beach-side resorts do better in the summer months. Companies that shovel snow or sell Christmas trees make all of their sales in the winter and during the holiday season.
Less specialized businesses are also affected by seasonality and can take advantage of great opportunities by marketing to upcoming seasonal events. These include Easter, summer fun, Halloween, Christmas, black friday, back to school, and many others.
How to Harness the Power of Seasonal Events in Marketing
Seasonal trends unfold whether you take advantage of them or not. If you own a small business, you’ll likely know exactly when consumer demand for your goods and/or services will be high and when you will likely suffer from slow periods. Seasonal marketing builds on the momentum of peak points by appealing to potential customers who are already in the mood to buy your products or services.
Here’s what you can do to capitalize on natural behaviors to boost your sales:
- Consider when your seasonal high points take place and why. This varies from one niche to the next. Here are two examples. Businesses within the fitness niche likely attract more customers in January, when people are putting New Year’s Resolutions into action, and just before summer because people want beach bodies. Florists rake in sales on Valentine’s Day. Your niche has different seasonal high points. What are they?
- Brainstorm a marketing campaign that appeals to customers during high points. Consider what gets your customers excited, and introduce products or services that cater to your market’s preexisting spending habits where you can. Start marketing well before the event to make the most of your campaign.
- How will you reach your customers? Simple steps like brochures and posters in your business can help. So can social media campaigns, email sequences, radio ads, and special offers.
- Consider your seasonal low points and explore how you can boost sales. Seasonal fluctuations are inevitable. Depending on your niche, you may still be able to boost sales during seasonal low points. Brainstorm what could drive sales during times you usually have slow periods, and appeal to customers’ needs and problems during these times.
Always plan ahead for the upcoming peak season if you’re planning a seasonal marketing campaign. Start by considering your target audience, checking what the competition is up to, and asking existing customers for feedback. Gather data and start brainstorming the season before your peak point, and you’ll have the best chance of maximizing your sales when it arrives.
The Bottom Line: What Is a Seasonal Factor in Marketing?
Seasonal factors are market factors that cause buyer behavior to shift depending on the season. Accounting for seasonal market factors helps business owners plan ahead to attract customers and drive sales. Use seasonal low points to research and plan marketing campaigns to implement during peak periods, and you’ll always be sure that your low points are as productive as your peak periods.
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